Impact of Physicians' Competence and Warmth on Chronic Patients' Intention to Use Online Health Communities

In China, medical resources are unevenly distributed, and hospitals are very congested. Online health communities (OHCs) provide a new way for patients to communicate and obtain health-related information, thereby alleviating the pressure of treatment in hospitals. However, little is known about how to increase individuals' use intention for OHCs from the perspective of physicians. This study aims to investigate the impact of physicians' competence and warmth on chronic patients' intention to use physician-centered OHCs based on the technology acceptance model. A formal investigation was anonymously conducted through a web-based questionnaire survey addressed to participants, and 710 valid responses were received. A research model was constructed and the hypotheses were tested by structural equation modeling. The findings suggest that competence and warmth positively affect chronic patients' behavioral intention to use (BIU) OHCs through the mediation of perceived usefulness (PU) and perceived ease of use (PEOU). All hypotheses were supported at the 0.05 significant level. Compared with competence, warmth has a slightly stronger impact on PU and PEOU. PEOU has a stronger impact on chronic patients' BIU OHCs than PU. This study provides a comprehensive understanding of the impacts of physicians' characteristics in physician-driven OHCs. Compared with competence, physicians' warmth should be paid more attention to motivate more chronic patients to use OHCs. Enhancing physicians' warmth and the ease of use are the preferred ways to improve chronic patients' intention to use OHCs.